As increased prices persist across categories, Gen Zs and Millennials will utilize cost-conscious behaviors when shopping online. Brands and retailers can look to attract these segments with various types of special offers and promotions that help them save money.
Gen Z and Millennial Online Shopping Behaviors – Current Trends
While consumers are returning to shopping more in-store, they will continue to rely on online shopping for items across various categories. Nearly six in ten Gen Zs and Millennials are making half or more of their purchases online. The desire to find the best prices and shop in ways that are most seamless and convenient are major benefits for ecommerce.
As technology further evolves, brands and retailers will have opportunities to integrate new and emerging forms of tech such as AI, virtual reality and the metaverse into their retail shopping experiences – bringing even more value to consumers. Social commerce is another key area of opportunity across industries. Social platforms play a key role in the shopping process for younger generations; often being used as a source of inspiration and learning.
A key aspect of the online shopping experience that companies cannot overlook is data protection and privacy. In order to keep Gen Zs and Millennials feeling confident and comfortable with shopping online, brands must ensure they are being transparent and vigilant with how they are taking care of consumers’ information.
Gen Z and Millennial Online Shopping Behaviors – Consumer Statistics
- 59% of Gen Z Adults and 65% of Millennials believe AI will improve the online shopping experience
- Majority of Gen Zs and Millennials’ purchases are being made online: 60% of Gen Z Teens, 56% of Gen Z Adults and 58% of Millennials.
- Gen Zs and Millennials enjoy interacting with brands online: 71% of Gen Z Teens, 69% of Gen Z Adults, and 71% of Millennials.
Gen Z and Millennial Online Shopping Behaviors Report – What’s Inside?
Key Topics Analyzed in this Report
- Economic factors impacting Gen Z and Millennial consumer behavior
- Online shopping frequency
- Where consumers begin the shopping process
- Where consumers learn about products they are interested in
- Behaviors before/when making a purchase online
- Important factors when shopping online
- Attitudes toward shopping online
Gen Z and Millennial Definitions
For the purposes of this Report, Mintel has used the following definitions:
- Gen Z Teens: consumers aged 14-17
- Gen Z Adults: consumers aged 18-27
- Younger Millennials: consumers aged 28-35
- Older Millennials: consumers aged 36-44
Readers of this report may also be interested in our US Gen Z Food Consumer Report, or our range of Gen Z Market Research.
Meet the Expert Behind the Analysis
Vince joined Mintel in 2019 and currently oversees Retail, eCommerce, and Financial Services North America Reports. He has an agency background focusing on brand strategy and consumer research (often using Mintel as a go-to resource). He has a passion for understanding how consumers think, feel, and behave – and sharing this knowledge with clients.
Most Gen Z and Millennials make more than half of their purchases online. Companies must continue to evolve to cater to consumers’ changing behaviors and preferences.
Vince DiGirolamo
Director, North America Reports
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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The Market
- Market context
- Market drivers
- The labor market softened this month, but unemployment still remains near historic lows
- Graph 1: unemployment rate, 2019-24
- The US expanded by 1.3% in Q1 2024
- Graph 2: quarterly real GDP growth, 2020-24
- Consumer prices rose by 3.3% in May, down for the second consecutive month
- Graph 3: headline CPI and shelter CPI, 2021-24
- Consumer sentiment remains down, but is expected to rebound soon
- Graph 4: consumer sentiment index, 2021-24
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Consumer Insights
- The consumer: fast facts
- Online shopping behavior snapshot
- Gen Zs and Millennials are heavy online shoppers
- Graph 5: online shopping frequency – NET, 2024
- Smartphones charge up ecommerce
- Graph 6: online shopping method, 2024
- Younger generations will continue pushing ecommerce moving forward
- The shopping process
- Amazon dominates the start of the shopping process
- Graph 7: beginning the shopping process, Gen Z Teens, 2024
- Social commerce offerings will appeal to younger adults
- Graph 8: beginning the shopping process, 2024
- Understanding differences across genders can help companies better connect with Gen Z Teens
- Graph 9: where consumers learn about products, Gen Z Teens, 2024
- The influence of social media continues for Gen Z Adults and Millennials
- Graph 10: where consumers learn about products, 2024
- Gen Z teen females are more active than their male counterparts in searching for deals
- Graph 11: behaviors before/when making a purchase, Gen Z Teens, 2024
- Younger generations are hungry to save money
- Graph 12: behaviors before making a purchase, adults 18+, 2024
- Cost, quality and shipping – oh my, these factors matter for teens
- Graph 13: Important factors when shopping online – any rank, Gen Z Teens, 2024
- The price must be right for Gen Z adults and Millennials
- Graph 14: important factors when shopping online – any rank, adults 18+, 2024
- Items shopped for online
- Gen Z teens shop online to satisfy their style
- Graph 15: items shopped for online, Gen Z Teens, 2024
- Gen Z teens are relying on parents for purchases across categories
- Graph 16: who pays for items purchases, Gen Z Teens, 2024
- eCommerce is heavily involved in the shopping process across all categories
- Graph 17: channels shopped by item, Gen Z Teens, 2024
- Gen Zs and Millennials are comfortable shopping online for all their needs
- Graph 18: items shopped for online, Adults 18+, 2024
- Retailers shopped
- Amazon is in the lead with Gen Z teens…
- Graph 19: retailers shopped online, Gen Z Teens, 2024
- …and continues to be the most-shopped among Gen Z adults and Millennials
- Graph 20: retailers shopped online, Adults 18+, 2024
- Attitudes toward online shopping
- eCommerce is a natural part of the shopping experience for Gen Z teens
- Graph 21: attitudes toward shopping online – shopping behaviors, Gen Z Teens, 2024
- Establishing interest and relationships with Gen Z teens early on is key
- Graph 22: attitudes toward shopping online – shopping preferences, Gen Z Teens, 2024
- Gen Z teens still approach the shopping experience with caution
- Graph 23: attitudes toward shopping online – shopping concerns, Gen Z Teens, 2024
- Opportunities to appeal to Gen Z teens exist in the virtual world
- Graph 24: attitudes toward shopping online – virtual items and experiences, Gen Z Teens, 2024
- Younger generations are open to new ways of shopping, and look to do more of the shopping process online
- Graph 25: attitudes toward shopping online – general, Adults 18+, 2024
- Younger generations are open to trying new brands; having a social presence is key
- Graph 26: attitudes toward shopping online – brand preferences, Adults 18+, 2024
- Keeping consumers' privacy on lock is a must
- Gen Zs and Millennials are open to ecommerce improvements from AI
- Graph 27: attitudes toward online shopping – technology, Adults 18+, 2024
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Competitive Strategies
- Marketing and advertising
- Ulta launches gamified loyalty program GlamXplorer
- Zara looks to launch live shopping in the US
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Appendix
- Market definition
- Consumer research methodology
- Consumer research questions – Gen Z Teens
- Consumer research questions – Adults 18+
- Generations
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